STASH Map | Philip Bamber
STASH MAP — A funnel, not a feed. Every post has a job. Match the stage, pull the clip, hit publish.
stash map

Philip Bamber

Your 90-day content strategy: a funnel engine, not a posting schedule. Calgary real estate for buyers in their 30s, explained one step at a time by a realtor who actually picks up the phone.
ClientPhilip Bamber
BusinessC21 Bamber Realty
PlatformsInstagram · LinkedIn · Facebook
How this map works

Content that moves people, not just fills a feed

Most content calendars give you a mix of post types. This one is built on the Marketing Matrix: every post is engineered to move your audience through a stage of the buyer journey. From never having heard of you, to trusting your read on the market, to booking a coffee, to calling you again for the next home. Each stage tells you how to sound and what footage to pull. Every post should still feel like a conversation with you, never a sales pitch.

How this connects to your footage tracker: every hook below has a From tracker tag and a Build note. From tracker tells you which folder to open: Interview, B-roll, or Image (your raw footage). Build tells you what to make from it: a Reel or a Carousel. Kate’s finished Reels live in their own Reels folder once edited. So: open the tracker, grab the raw clips, build the post.
What you’re known for

Your three content angles

Before the funnel mechanics, this is the heart of it: the three things you want to be known for. Every hook in this map ladders back to one of these. They’re your throughline.

Angle 01

One Step at a Time

Buying a home is one of the biggest decisions of your life, so you don’t dump it all on clients at once. No stack of documents on day one. You slow it down and explain each piece at the moment it matters, like walking through the purchase contract the first time they actually write an offer.

Known for: making the biggest decision feel calm
Angle 02

Comps, Not Feelings

Your market and educational content is what people respond to most. You teach the numbers: what market comparables actually say, and why the price that feels right is rarely the price that sells. Eight years in brokerage means your read on the market is earned.

Known for: the honest number, explained clearly
Angle 03

Your Realtor for Life

You answer at all hours and drop what you’re doing so clients don’t miss out. Born and raised in Calgary, close in age to the people you serve, and in it for the long haul: the first home, the second, the upsize, the downsize.

Known for: picking up the phone, every time
The four stages

Your funnel at a glance

Weight your output toward the top of the funnel, where new people find you, and taper toward retention. These percentages are a target, not a rule. Since your goal is reaching people you don’t already know, Awareness does the heavy lifting.

TOF
Awareness
40–50% of output
They don’t know you yet. Get discovered, be remembered.
MOF
Consideration
20–30% of output
They know you, evaluating. Build trust, become the obvious choice.
BOF
Decision
20–30% of output
Ready to buy, needs the push. Turn warm leads into buyers.
POST
Retention
10–20% of output
Bought, become a fan. Loyalty, referrals, repeat revenue.
Top of funnel

Awareness

40–50% of output
Their pain
They’re in their 30s, thinking about a first or second home, and the whole thing feels like a lot. Everyone has an opinion on the market. The paperwork looks endless. They don’t know who to trust or where to start.
Their dream
Someone close in age who knows the Calgary market, explains it straight, and makes the biggest purchase of their life feel manageable.
How to sound: Warm and conversational, like “let me tell you about this.” Name the overwhelm before the solution. Calm and confident, never salesy. The hot takes land because they’re delivered gently.
Hot Take – the industry-leader move
A confident, slightly contrarian stance that signals authority and stops the scroll.
  • Comps say $650,000. You list at $700,000 because it feels right. The market doesn’t care how it feels.
  • I don’t hand you the whole stack of paperwork on day one. That’s on purpose.
  • The price that feels right and the price that sells are rarely the same number.
  • Your realtor’s job doesn’t end when you get the keys. Most act like it does.
  • Overpricing doesn’t leave you room to negotiate. It leaves your house sitting.
From tracker:InterviewB-rollBuild: Reel (calm talking clip, or text-over-b-roll)
Relatable – make them feel seen
Names the exact frustration the dream client lives with. Builds instant recognition.
  • You’ve been scrolling listings for months and you still don’t know what you can actually afford.
  • Your parents, your coworkers, your group chat: everyone has an opinion on whether you should buy right now.
  • You found the one at 9pm on a Tuesday and you’re scared someone will beat you to it.
  • Buying your first home in your 30s and feeling like everyone else already figured it out.
  • The paperwork alone is enough to make you want to keep renting.
From tracker:B-rollInterviewBuild: Reel (text-over-b-roll, warm and real)
Aspirational – sell the dream
Shows the life on the other side of buying with the right guide. Pure desire.
  • Picture getting the keys and knowing exactly what you signed and why.
  • Your first home, bought calmly. It’s possible.
  • The goal isn’t just this house. It’s the next one too, when life needs more room.
  • Putting down roots in Calgary, on your terms.
  • Imagine the biggest decision of your life feeling like a handful of small, clear ones.
From tracker:B-rollImageBuild: Reel or Carousel (homes, neighbourhoods, warm and earthy)
Middle of funnel

Consideration

20–30% of output
Their pain
They follow you and like your market posts, but they’re not sure what working with a realtor actually looks like, or whether you’ll rush them, upsell them, or disappear after the deal.
Their dream
Confidence that you know the market cold, that you’ll explain every step, and that you’ll be there the moment they need you.
How to sound: Educational and gentle: “I know this feels overwhelming.” Teach one idea at a time. Show your process so they can picture working with you.
POV Educational – show your thinking
Teaches one idea through your distinct point of view, not a generic tip.
  • What market comparables are, and why they matter more than your gut.
  • How I read comps on a house, explained in under a minute.
  • First home vs second home: the questions change. Here’s what to ask at each.
  • What’s moving in the Calgary market right now, and what it means if you’re buying in your 30s.
  • “What’s it worth?” and “What will it sell for?” Two different questions. Here’s why.
From tracker:InterviewImageBuild: Reel (talking clip) or Carousel (market numbers, slide by slide)
Authority Framework – how you work
Names your actual process so the audience can picture working with you.
  • We don’t go through the purchase contract until you’re writing your first offer. Then we go through every line.
  • One critical moment at a time. That’s how I walk clients through a deal.
  • Step one is understanding the market. Step two is finding the right home. The paperwork comes when it matters.
  • Eight years in brokerage taught me this: an overwhelmed buyer makes rushed decisions.
  • How I build a list price: comps first, feelings never.
From tracker:InterviewB-rollBuild: Reel (talking clip over desk, contract, and showing b-roll)
Behind-the-Scenes – build trust
Pulls back the curtain. Real, human, the work as it actually happens.
  • 10pm text: “Can we see it tomorrow?” Yes. Here’s what that looks like.
  • I’ve cancelled plans for a client before. I’d do it again.
  • A day in the life of a Calgary realtor. It’s not all open houses.
  • Walking into a showing: what I’m looking at that you might not be.
  • Born and raised in Calgary. Some of my clients I’ve known since we were kids.
From tracker:B-rollBuild: Reel (BTS: phone, car, walking into a showing)
Bottom of funnel

Decision

20–30% of output
Their pain
They’re ready to start looking or listing but haven’t reached out. Maybe it feels too early, maybe they don’t want to feel pressured, maybe they’ve never met you in person.
Their dream
An easy, no-pressure first conversation with someone they already feel like they know from the feed.
How to sound: Make the next step small and clear: a coffee, a DM, a comps check. Warm, direct, zero pressure. Remind them you’ll actually answer.
Transformational – the after
Before and after. Shows the change the work creates, concretely.
  • From “I don’t even know if I can afford it” to keys in hand. Here’s how it went.
  • Overwhelmed at the start, calm at signing. That’s the whole goal.
  • The before: a list of questions. The after: a set of keys.
  • Here’s what changes when you buy with a plan instead of a panic.
  • What walking through a deal one step at a time actually feels like, start to finish.
From tracker:B-rollReelsBuild: Reel (first showing to key handover)– needs a real client story, with permission
Proof-led – results & testimonials
Lets outcomes and client words do the selling. Social proof.
  • Eight years in brokerage. Here’s what that means for your offer.
  • Ask my clients how fast I text back.
  • A lot of my clients have known me since childhood. Here’s why they still call.
  • What past clients say about buying with me: [client quote]
  • The goal is simple: you call me again when it’s time for the next home.
From tracker:ReelsImageBuild: Reel or Carousel (testimonial on screen)– gather 2–3 client testimonials
Direct CTA – make the ask
Clear, confident invitation to take the next step. No hedging.
  • Thinking about your first home in Calgary? Let’s grab a coffee. No pressure, just a plan.
  • Wondering what your place is worth? DM me “COMPS” and I’ll pull the real numbers.
  • DM me “FIRST HOME” and I’ll send you where to start.
  • Buying in the next year? Talk to me now, not the week you find the house.
  • Ready when you are. And yes, I answer at 10pm.
From tracker:InterviewB-rollBuild: Reel (CTA: direct-to-camera or text-over-b-roll)
Post-purchase

Retention

10–20% of output
Their pain
The deal closes and the realtor disappears. Five years later, when it’s time to upsize, they can’t remember who helped them.
Their dream
A realtor who stays in touch, keeps them informed, and is the obvious call for every move after this one.
How to sound: Celebrate your clients and stay useful. This is your follow-up lesson in action: staying top of mind is the whole game.
Celebratory – their wins
Spotlights client success. Makes them feel proud they chose you.
  • Keys handed over. This one’s been a long time coming.
  • Congrats to [client first names] on home number one.
  • First home, done. See you for the next one.
  • The best part of my job is this exact moment.
  • Meet Calgary’s newest homeowners.
From tracker:B-rollImageBuild: Reel or Carousel (key handover, sold sign, happy clients)– needs key-handover photos, with client permission
Community – belonging
Reinforces the lifetime-relationship philosophy and keeps good people close.
  • Most of my clients started as friends, classmates, and neighbours. That’s how I like it.
  • Born and raised in Calgary, building this business one relationship at a time.
  • If I helped you find your first home, send me your people.
  • I’m not your realtor for one deal. I’m your realtor for the next one too.
  • Calgary is a big city that feels like a small town when you’ve lived here your whole life.
From tracker:B-rollInterviewBuild: Reel (warm talking clip around Calgary)
Continued Education – keep teaching
Keeps delivering value so clients refer and return.
  • You got the keys. Here’s what to do in your first 30 days.
  • What’s your home worth a year later? How to check it with comps.
  • When does it make sense to upsize? Here’s what I’d look at.
  • Thinking about renting out your first place when you move up? Ask these questions first.
  • Your quarterly Calgary market check-in, for people who already own.
From tracker:InterviewBuild: Reel (teaching clip) or Carousel
Your 90-day calendar

Funnel-weighted, flexible

Built for your pace of two posts a week. Across each month, aim for roughly 40–50% Awareness, 20–30% Consideration, 20–30% Decision, 10–20% Retention. Weight toward the top, because that’s where new people find you. Use Stories for extra Consideration content like quick market updates. Swap any post for another in the same stage: the stage matters more than the exact day. Pull the matching footage type from your STASH tracker.
Week 1Lead with Awareness
TOF
“Comps say $650,000. You list at $700,000 because it feels right.”
Pull a confident talking clip, or text-over-b-roll · Interview / B-roll
MOF
“What market comparables are, and why they matter more than your gut.”
Pull a teaching clip, or build a numbers carousel · Interview / Image
Week 2Build recognition + first ask
TOF
“The paperwork alone is enough to make you want to keep renting.”
Pull desk and contract b-roll for text-over · B-roll
BOF
“Thinking about your first home in Calgary? Let’s grab a coffee.”
Pull warm direct-to-camera · Interview
Week 3Hot take + retention
TOF
“I don’t hand you the whole stack of paperwork on day one. That’s on purpose.”
Pull a calm talking clip · Interview / B-roll
POST
“I’m not your realtor for one deal. I’m your realtor for the next one too.”
Pull a warm talking clip around Calgary · Interview / B-roll
Week 4Push week: lead with the ask
BOF
“Wondering what your place is worth? DM me ‘COMPS.’”
Pull confident direct-to-camera · Interview
TOF
“You found the one at 9pm on a Tuesday and you’re scared someone will beat you to it.”
Pull phone and night-drive b-roll · B-roll
Weeks 5–12 repeat this rhythm, rotating fresh hooks through the same stages. Every fourth week leans into a push (more BOF), anchored by the coffee invite and the “COMPS” DM.
Your hook library

Hooks, two ways to find them

Browse by what you want to be known for (your angles), or by where someone is in the buyer journey (the funnel). Same hooks, two doorways. Grab whichever fits the post you’re making.

By angle – what you’re known for

One Step at a Time
  • I don’t hand you the whole stack of paperwork on day one.
  • One critical moment at a time. That’s how I walk you through a deal.
  • We go through the contract when you’re writing your first offer. Every line.
  • An overwhelmed buyer makes rushed decisions.
  • The biggest decision of your life, as a handful of small, clear ones.
Comps, Not Feelings
  • Comps say $650,000. You list at $700,000 because it feels right.
  • The price that feels right and the price that sells are rarely the same.
  • Overpricing doesn’t leave room to negotiate. It leaves your house sitting.
  • How I read comps on a house, in under a minute.
  • What’s moving in the Calgary market right now.
Your Realtor for Life
  • 10pm text: “Can we see it tomorrow?” Yes.
  • I’ve cancelled plans for a client. I’d do it again.
  • Your realtor’s job doesn’t end when you get the keys.
  • I’m your realtor for the next one too.
  • Born and raised in Calgary. Some clients I’ve known since we were kids.

By funnel stage – where they are in the journey

TOF · Awareness
  • Comps say $650,000. You list at $700,000 because it feels right.
  • You’ve been scrolling listings for months and still don’t know what you can afford.
  • The paperwork alone is enough to make you want to keep renting.
  • Your first home, bought calmly. It’s possible.
MOF · Consideration
  • What comps are, and why they matter more than your gut.
  • One critical moment at a time. That’s my process.
  • 10pm text: “Can we see it tomorrow?” Yes.
  • Walking into a showing: what I’m looking at.
BOF · Decision
  • Thinking about your first home? Let’s grab a coffee.
  • DM me “COMPS” and I’ll pull the real numbers.
  • Buying in the next year? Talk to me now, not the week you find the house.
  • Overwhelmed at the start, calm at signing.
POST · Retention
  • First home, done. See you for the next one.
  • If I helped you find your first home, send me your people.
  • What’s your home worth a year later?
  • When does it make sense to upsize?
Stretch your footage

One clip, five ways

Every good clip is five posts, not one. Here’s how to pull a week of content out of a single piece of footage, across Instagram, LinkedIn and Facebook.

The comps explainer (Interview)
  1. Reel – the full explainer with captions, posted to Instagram and Facebook ~10 min
  2. LinkedIn post – the same clip with a longer, more professional caption on pricing strategy ~8 min
  3. Carousel – “Comps vs feelings”: the $650K vs $700K example, slide by slide ~15 min
  4. Story series – 3 frames with a poll: “Would you list at comps or above?” ~5 min
  5. Quote graphic – “The market doesn’t care how it feels” over a moody home shot ~5 min
Walking into a showing (B-roll)
  1. Reel with trending audio – let the visual carry, with a Relatable hook on screen ~7 min
  2. Text-over-b-roll – “What I’m looking at that you might not be” ~10 min
  3. Carousel background – stills from the walkthrough behind a first-time buyer tips carousel ~15 min
  4. Story tip – a 15-second “one thing to check at every showing” ~4 min
  5. Facebook post – one strong frame plus a short note for your local network ~5 min
Ready-to-use

Caption starters

Copy these frameworks and drop in the specifics. Each one pairs naturally with a footage type.

Educational + comps pairs with a talking clip or numbers carousel

Let me tell you about the most common pricing mistake I see. Comps support [$ amount], and the listing goes up at [higher $ amount] because it feels right. Here’s what comps actually tell you → [point] → [point] → [point]. Save this for when you’re ready to sell. #calgaryrealestate #yycrealestate #yyc

Process + hot take pairs with a calm talking clip

Hot take: you don’t need every document on day one. I like to slow things down and explain each step when we actually get there. [1–2 lines on a real moment, like the first time a client wrote an offer]. One step at a time is how big decisions stay calm. #firsttimehomebuyer #calgaryrealestate #yyc

Behind-the-scenes + responsiveness pairs with phone / car / showing b-roll

It was [time] when the text came in: “[what the client asked].” In this market, waiting until morning can mean missing out. So I answer. That’s the job, and I love it. #realtorlife #yycrealestate #calgary

Aspirational + first home pairs with home and neighbourhood b-roll

I know buying your first home can feel overwhelming. Picture this instead: [2–3 lines on the feeling of getting the keys and knowing exactly what you signed]. That’s what we’re building toward, one step at a time. #firsttimehomebuyer #calgaryhomes #yyc

Coffee + COMPS CTA pairs with warm direct-to-camera

Thinking about buying or selling in Calgary in the next year? Let’s grab a coffee. No pressure, just a plan. [one line on who this is perfect for]. Already own and wondering what it’s worth? DM me “COMPS” and I’ll pull the real numbers. #calgaryrealestate #yycrealtor #yyc

Troubleshooting

When you get stuck

“I’m running low on clips before 90 days.”
Repost your top three performers with a fresh hook from the library, and use the One Clip, Five Ways guide to stretch what you have. Your audience didn’t see most of your posts the first time. Consistency beats novelty.
“A clip doesn’t feel right for the post.”
Swap it. The calendar is a guide, not a rule. Pull any clip from the same funnel stage. The stage matters more than the exact footage.
“Do I post the same thing on Instagram, LinkedIn and Facebook?”
Yes, same footage, different caption. Instagram and Facebook get the warm, conversational version. LinkedIn gets a longer, more professional take on the same idea, which is where your market and pricing content does especially well.
“Which posts should I prioritize?”
Your goal is reaching people you don’t know yet, so lead with TOF (Awareness). Make sure every month has at least two BOF (Decision) asks: the coffee invite and the “COMPS” DM. If you only post once in a week, make it a hot take or a market explainer. That’s what’s already landing.
“When should I refresh my footage?”
Around week 8–10, while you still have runway. Planning a new shoot quarterly keeps the library fresh and you out of scramble mode.
Your next steps

Start here

  • Save this map to your phone and content tool
  • Open your STASH tracker and find this week’s footage by type
  • Schedule the two Week 1 posts now, even to publish later
  • Ask two or three past clients for a short testimonial (a text or a 30-second video works)
  • Pick your three favourite hooks from the library and write them into captions
  • Set a recurring Sunday batch reminder
  • Plan your next content shoot in about 8–10 weeks to keep the library fresh
stash map

A funnel, not a feed.

Every post has a job. Match the stage, pull the clip, hit publish.

Created by Elisa Boyd + Kate Oseen · Stashday.com · hello@stashday.com